Twickets
Scaling PR Through the Biggest Music Stories of the Year
When Oasis announced their reunion tour, the UK ticketing industry faced a media storm. Twickets, the ethical face-value ticket resale platform, became one of the most talked-about brands in live entertainment almost overnight as fans searched for safe, legitimate ways to buy and resell tickets. Twickets was announced as Oasis’ official resale partner for the tour.
As Twickets continued retained PR consultant, I supported the business through record-breaking media demand, helping turn major moments in music, entertainment and consumer news into sustained national and international press coverage.
Results
- 1,811 pieces of media coverage in 18 months
- Coverage across national, regional, broadcast, music, culture and international media
- 2 mentions on Gov.uk
- Record-breaking PR and ticket sales for the business
- International journalist enquiries and interview opportunities
- High-profile media management during the Oasis reunion announcement and ticket resale discussions
What I delivered
My work with Twickets combined proactive PR campaigns, reactive media handling and fast-turnaround commentary linked to breaking entertainment news.
This included:
- Press releases tied to major tours, festivals and partnerships
- Data-led media stories using ticket demand and consumer behaviour trends
- Reactive comments and expert statements around ticket resale, scams and fan demand
- Journalist handling for high-volume media enquiries
- Messaging support during sensitive, fast-moving media moments
- National and broadcast interview coordination
- Consumer advice campaigns around safe ticket resale
A major part of the work involved positioning Twickets as a trusted voice in the conversation around ticket resale, fan protection and ethical ticketing during the welcomed government consultation into capping resale ticket prices.
Oasis and the media spotlight
The Oasis reunion created huge public and media interest around ticket pricing, resale and fan protection. Twickets became central to that conversation as the band’s official face-value resale partner.
During this period, I managed a high volume of incoming media opportunities, helping coordinate interviews, shape messaging and respond quickly to developing news stories.
The work generated widespread coverage and helped reinforce Twickets’ reputation as the leading ethical resale platform in the UK.
Client feedback
Richard Davies, founder of Twickets, said:
“Her guidance was especially valuable during the recent Oasis related surge in media interest around their reunion tour. She handled the volume, pace and sensitivity of the coverage with real professionalism, helping us navigate interviews, messaging and general press enquiries confidently and removed a lot of the stress.”
The outcome
The campaign helped position Twickets at the centre of national conversations around live music, ticketing and consumer trust.
From breaking news moments and government discussions around ticket resale, to large-scale entertainment coverage and proactive data stories, the work delivered sustained visibility for the brand across multiple markets and audiences.
PetProov.com
Objective
PetProov, a pet-tech startup tackling the rising issue of online puppy scams, engaged us to elevate its brand profile, secure widespread media coverage, and position the founders as trusted voices in pet fraud prevention. The overarching goal was to amplify awareness of the problem and drive meaningful conversation with pet owners, animal lovers, and mainstream audiences.
Approach
To maximise relevance and reach, the campaign married founder narrative storytelling with timely, data-driven news angles:
1. Founder story + human interest anchors
We led with the emotional and relatable origin story, the personal experience of the founder who lost £500 to a puppy scam and went on to build PetProov to protect others. This narrative underpinned proactive pitches to nationals.
2. Targeted media hooks
- Consumer interviews: Secured sit-down pieces with titles such as Metro and Daily Express (e.g., “I was scammed by a puppy breeder…”) that highlighted the real financial and emotional impacts of pet fraud.
- Data + advisory content: Provided expert commentary and guidance around puppy scams and responsible buying, positioning PetProov as the authority on these everyday issues.
- Feature placements in trusted news sources: Worked towards securing placements in broader lifestyle and mainstream publications, including The Guardian, to reinforce reach and credibility.
3. Strategic pitching cadence
Pitches were tailored around known editorial calendars and news seasons, combined with reactive outreach based on emerging scam trends and seasonal pet buying spikes — ensuring stories felt timely and editorially worthy.
Results
Total media coverage: 158 pieces across online, print and broadcast
Audience reach: 20.4 million
Brand mentions: 322
Backlinks: 82
Coverage highlights included:
- The Guardian — National feature profiling puppy scams and prevention
- ITV’s This Morning — Live interview with the founder on personal experience and pet fraud advice
- Daily Express and Daily Mirror — Multi-article coverage reinforcing PetProov’s credibility
- BBC UK and Your Dog — Reaching core pet-owner audiences with trust signals
- Good Housekeeping — Lifestyle placement amplifying expert perspective
- Startups 100 — Recognition as one of the UK’s leading startups for 2026
Offline coverage was captured in traditional print outlets including Daily Express and Vet Record.
Insights & Impact
1. Elevated brand authority across audiences
By blending emotional storytelling with expert insight, PetProov achieved media coverage that resonated with both general audiences and pet-centric communities, crucial for a behaviour-change campaign.
2. High-value national visibility
Securing coverage with The Guardian and mainstream nationals like Metro and Daily Express helped shift PetProov from niche startup to widely recognised commentator on pet fraud, a major achievement for a social mission-led brand.
3. Strong engagement & longevity
The campaign generated sustained media interest over seven months, with cumulative exposure across news cycles and continued relevance through evergreen editorial interest in pet safety.
Conclusion
This campaign demonstrates how a carefully orchestrated PR strategy, grounded in a founder’s compelling story, targeted media engagement, and audience-specific messaging, can generate meaningful awareness, drive high-impact national coverage, and position a mission-which matters at the heart of press discourse.
BigHouseExperience.com
Objective
My goal was to position a portfolio of luxury UK holiday rentals as must-visit destinations, leveraging seasonal hooks, pop culture trends, and unique property features to secure widespread media coverage. The focus was on high-quality brand mentions, backlinks, and international exposure to drive awareness and bookings.
Approach
Over a six-month campaign, I created a proactive PR strategy aligned with seasonal opportunities and lifestyle trends:
- February – Promoted the Earl of Suffolk’s former home available for hire
- March – Positioned Easter properties as ideal for family egg hunts, while highlighting Three Little Pigs as a unique destination for wild swimmers.
- April – Leveraged pop culture by aligning properties with Gangs of London filming locations and a “Stacey Solomon dupe” stay, alongside launching a “Quiet Location Index” for media use.
- May – Focused on multigenerational holiday trends and produced stories like “Castles Cheaper than London Hotels,” securing a high-quality image placement in The English Home.
- June – Created international appeal with “UK Properties Cheaper than Paris Hotels” and a Love Island villa dupe story.
- July – Capitalised on Wimbledon and British summer holidays with “Wimbledon-Inspired Stays” and featured a Bognor Regis property linked to Rolls-Royce heritage.
Each month, the PR campaign was driven by a blend of trend-based storytelling, location-specific angles, and media-ready content with professional imagery.
Results
Total Coverage: 79 pieces
Audience Reach: 29.3 million
Brand Mentions: 162
Backlinks: 63
Coverage Highlights:
- National: The Sun, Daily Express, Daily Mirror, Yahoo! UK
- Lifestyle: Country & Town House, Opulence Magazine, Woman & Home
- Regional: SurreyLive, Halstead Gazette, Wiltshire Times
- International: US News, Irish Sun, Lifeinism
Offline Highlight:
- The English Home – High-value print feature showcasing the brand in a premium environment with a 62.7k print audience.
Insights & Impact
- High Consumer Focus: 96% of media coverage reached a consumer audience, driving direct interest in holiday rentals.
- Global Reach: 47% international coverage, with features expanding brand awareness beyond the UK.
- Strong Market Resonance: 80%+ of coverage rated as “very good” to “excellent” for relevance and quality.
This campaign demonstrated how a data-driven, trend-aligned PR strategy can transform unique properties into media-worthy destinations, delivering both brand visibility and tangible booking interest.
Winedrops.com
In six months, I achieved these results for UK wine subscription company Winedrops
🔹 116 pieces of earned media coverage
🔹 Highly relevant to the brand and audience on regional, national, global and food/drink specific publications
🔹 138 brand mentions
🔹 95 backlinks with an average domain authority of 62
🔹 Reaching an estimated audience of 11 million
I used a combination of:
🔹 Expert comments such as “Don’t pour away flat Prosecco, do this instead”
🔹 Trends advice “Sparkling reds will be big this year.”
🔹 Reactive comments to the news agenda such as the impact of Trump tariffs on wine prices.
🔹 In-depth research into topics including the sugar content in your favourite wines.
Using seasonal hooks and plenty of brand personality to stand out against ‘wine influencers’ competing for the same column inches.
Due to the nature of the business, I couldn’t offer any product samples (yet was frequently asked!) so my PR activity had to be purely creative and reach audiences with the topics that matter most to them.
Winedrops social ads manager told me an interview with the founder would work well to showcase in paid adverts, so I delivered with an interview on Entreprenuer.com no less.
TheCMO.com
I was tasked with raising the profile of TheCMO.com editor, Stephanie Hood and securing backlinks to the website through top-tier media coverage.
I created two expert commentary stories, backed up by data from other sources and sent them to the media with a timely hook, such as ‘Ways brands will persuade you to buy more this Bank Holiday Weekend’.
In one month, I achieved 42 pieces of consumer media coverage including the Daily Express, Metro and Mirror. 20 backlinks, 81% of those backlinks over DA 30 and reaching an audience of 8.1 million.
This graph shows the correlation of media coverage going live and an increase in brand name searches for TheCMO.com.
Green Building Renewables
Energy is a hot topic in the news – price hikes, grants, heat pumps and solar panels.
If you’re a company in this industry the competition is fierce. The Daily Mail also love to run negative articles about renewable energy, even though gas boilers will not be part of our future…
Using expert advice and commentary from their MD, I achieved 54 pieces of media coverage in title such as the Daily Express, The Times, Country Living, Ideal Home, Evening Standard, MSN, including 47 backlinks to their website, reaching an audience of 1.6 million.
Alongside the digital PR benefits, we’ve also been able to grab some media market share from the energy giants (with full time PR employees) and help consumers make informed decisions for their homes.
Tradebase.com
To support the digital marketing strategy of this family-run bathroom supply firm, I create regular content to send to media to secure coverage and backlinks, and respond to relevent media requests for comment and images.
I researched, drafted and distributed content to media such as ‘The bathroom design that’s easiest to clean’, ‘How to remove limescale effectively’ and ‘Advice for buying electric showers.’
11 pieces of coverage including the Daily Express, Ideal Home and MSN.com, with 4 backlinks, 13 brand mentions and a potential audience reach of 72 million.
Yorkshire Canine Academy
To generate media coverage and backlinks to support the SEO strategy of this fantastic dog training business, I created stories the media loved, based on the Academy’s existing social media content.
I drafted two stories and researched supporting data to create content for ‘The top mistakes puppy owners make and how to avoid them’ and ‘The dog breed that could be next on the banned list‘ based on YCA owner Jacob’s own experience of how much dedication it takes to look after a Belgian Malinois (pictured).
The results were 133 pieces of coverage including LadBible, Daily Star, Mirror and Metro. 43 backlinks secured with a potential reach of 125.6 million views and 118 brand mentions.
Horizon Platforms
My brief from Horizon Platforms was to support the launch of their new customer portal HireHub.
But to secure more than a few pieces of coverage I needed a strong news hook for business journalists to take note. So I led with the total investment they are making into digital transformation, and reached out to media using a press release, photos I had arranged a photographer to take and their HireHub video.
The results were 20 pieces of coverage, including setting up an exclusive interview with Horizon CEO Ben Hirst in the Daily Express.
A total potential reach of 51.9 million due to the story appearing on MSN news, as well as regional and trade media. 54 brand mentions and 6 backlinks.
Vet AI – Joii App
Launch of new remote veterinary app
Working with MacComms PR agency, my objectives were:
- To raise awareness of veterinary tech startup, Vet-AI before the launch of their first app, Joii.
- To effectively manage the reputation of both Vet-AI and Joii through funding rounds
- To maintain a positive reputation and position the brand as an authority in the industry
- To create an online community of pet owners that can be later marketed to
Tactics
- Media relations – national consumer, technology, vet trade and regional publications
- Securing founder interviews, generating monthly news stories
- National and international award entries
- Generating debate amongst the veterinary community and responding appropriately
- Social media – regular engaging content and competitions
Results
- 130 pieces of coverage in eight months
- Featured in most major national newspapers, veterinary and pet trade titles, technology sites such as Gizmodo and broadcast
- Multiple award wins including Techcrunch Top 50 and startups.co.uk 100 list
- Over 10,000 app downloads
- 3,600 social media competition entrants and email data
Sound Leisure Jukeboxes
Sales of vinyl jukeboxes up 500%
National Record store day is a key focus for jukebox manufacturer, Sound Leisure. In partnership with PR agency MacComms, I was tasked with coming up with a way to get the firm talked about around this notable date.
The vinyl popularity resurgence meant the company were now making vinyl jukeboxes again and luckily, sales were sky rocketing – giving us a data-led news hook.
I crafted a news release around the sales story, commissioned images of the vinyl players that were being shipped out to Japan, and distributed to journalist contacts.
- 120 pieces of online coverage, over 100 regional newspapers in print
- Top tier media coverage included Daily Mail, Yahoo and This is Money
- MD Chris Black was interviewed on TalkRadio twice, and appeared on BBC Radio 4 ‘You & Yours’
- A sale of a jukebox worth over £6,000 was directly attributed to the Radio 4 interview
Airtasker
Get Paid to Eat Yorkshire Puddings
Supporting digital marketing agency, Journey Further, and their client brief to launch Australian start-up Airtasker (an online job noticeboard) in Leeds.
We approached The Botanist and agreed to create an irresistible job that paid someone £250 to taste test Yorkshire puddings. My responsibilities included securing the promotion partner, drafting the advert copy and the news releases.
We placed the job advert live on Airtasker and the team sent the news releases to press. The resulting coverage in media and social networks generated huge engagement through likes, shares and fans tagging their friends.
It even got mentioned on Channel 4’s Gogglebox!
- Secured 60 pieces of global online coverage, 51 of which included backlinks
- Top tier media coverage included LADbible, JOE, Metro, Daily Mirror, OK Magazine, The Tab, The Grocer
- Reached 10.8 million people
- Follow up coverage secured featuring the winning applicant
- 80 new signs up to Airtasker in Leeds in the first week
Monster Pet Supplies
Launching the UK’s First Dog Friendly Wrapping Paper
An SEO-led PR campaign that also helped to cut through a competitive time of year in retail for Monster Pet Supplies.
Many people buy and wrap presents for their dogs, but they also have no idea there are harmful chemicals used in the process of treating traditional wrapping paper.
We sourced and branded the UK’s first dog-friendly Christmas wrapping paper, made from soy-based inks and self-sealing, causing no choking risk from tape and ribbon
- Ruff Wrap wrapping paper was the top selling Christmas product of 2017
- Secured a total of 31 pieces of coverage across media, websites, social and TV
- 16 backlinks on media sites including The Daily Mail, The Times, Metro, Evening
- Standard, Yahoo, Ideal Home and Country Living. Plus two, four minute long features on Made in Leeds TV
- Featured by 13 dog-owning bloggers on Instagram and their websites, with 100% positive reviews
- Generated an increase in organic website traffic, compared to the rest of the year
- Increased social media referrals
Trucksandtrolleys.co.uk
Ten of the Most Beautiful Factories Around the World
In order to generate high authority links to my client’s website, we needed a content campaign that was unique, shareable and still relevant to their brand.
No one would ever describe a factory as beautiful, so we knew if we could prove they existed, the media would love to see the images too. By scouring architecture trade publications, blogs, industry awards and news from around the world, we compiled a top ten list of the most impressive factories.
We found many of them welcomed visitors, which gave us a great angle for travel media. The biggest challenge was sourcing high resolution images and seeking permission from photographers, Architects and business owners, all in different time zones.
- Secured 18 pieces of global online coverage, 7 of which included backlinks
- Top tier media coverage included LonelyPlanet.com, DailyMail.com and Mirror.co.uk
- The article on the Daily Mail generated 77 shares and 24 mostly positive comments (which is almost unheard of!)